"Drinka pinta milka day" was an advertising slogan used by the British Milk Marketing Board and Dairy Council. It was coined by Bertrand Whitehead in 1958 as part of a campaign to counter the drop in milk sales following price increases after the 1956 withdrawal of government subsidies to milk producers. The slogan first appeared on posters in 1959 and remained in use until the late 1970s. It has been described as one of the most successful advertising slogans of all time, though the consumption of milk per person generally decreased over the period it was used. The slogan led to the word "pinta" becoming popular to describe a pint (0.57 litres) of milk.